Krispy Kreme's store in the Edinburgh St. James Quarter shopping center in Scotland opened its doors this summer, equipped with an eye-catching display from Embed Signage, according to a company press release.

This store is a modern take on the original initiative by founder Vernon Rudolph. In 1937, when cooking doughnuts at a rented building, passers-by would smell them and stop to ask if they could buy the fresh, hot doughnuts.

Rudolph cut a hole in an outside wall and started selling Hot Original Glazed doughnuts to customers on the sidewalk. This story is carried through in the Edinburgh St. James Quarter where customers can be served directly through the LED hole in the wall and the theatre around the "Hot Now" doughnuts is an experience of the store.

The LED "Hole in the Wall" is a first for the Krispy Kreme brand, utilizing digital technology as a primary element of the store operation. The content has been created specifically for the LED hole with 3D effects.

"Embed Signage has helped us elevate our in-store experience for customers," Mike Tinnion, head of creative, Krispy Kreme UK, said in the release. "The flexibility of the system allows for easy management across hundreds of touchpoints in one accessible location. The most intuitive, flexible and powerful CMS for our digital screen estate."

The experience includes a 10-inch tablet for staff to activate the Hot Now state either immediately or via a 30-minute countdown. The 30-minute countdown ends in the same Hot Now state but adds additional anticipation content throughout on the main 5x1 portrait menus.

During the countdown, a variety of content changes occur on the screens every five minutes to excite consumers. For the final 10 seconds there is a full screen takeover on the 5×1 menus. With the countdown completed and the Hot Original Glazed doughnuts ready to serve, all the screen content changes to the HOT NOW menu and promos.

At the same time, commands are sent to the in-store lighting system to dim the main white lights, activate the red strips throughout the roof and windows as well as activate the red HOT NOW signs at the serving counter and store entrance. The store becomes "Hot Now" and visible to passer-by.

Sign up now for the Digital Signage Today newsletter and get the top stories delivered straight to your inbox.

Already a member? Sign in below.

sign in  or register now

You may sign into this site using your login credentials from any of these Networld Media Group sites: